This case is the rotation and corporate renewal Chicago Blackhawks professional ice hockey team, which moved from being one of the worst run organizations in all of professional sports in 2007 to one that won the Stanley Cup (the National Hockey League’s championship trophy) in 2010. W. Rockwell “Rocky” Wirtz faced with important decisions soon after inheriting the team from his father, who was the individual most associated with a reduction in the organization. The team ran into financial difficulties and was barely able to avoid the lack of salary, previous customer relations strategy (which included a refusal to broadcast the home games or conduct effective marketing) has led to a significant decrease in value of the brand and management and player personnel lacked effective leadership. At its nadir, the team was called “The Worst Franchise in Professional Sports” on ESPN in 2004. After assuming control, Rocky began an ambitious renovation of the corporate strategy, which included the following: • Leadership: Installation of a new management team with clear goals and creative ideas on how to turn the organization • Culture Award of the players to achieve their goals and create a performance-based culture • Financial: The search for new corporate sponsors and increase ticket prices again created a winning team recordBrand and marketing: send a clear signal that the team was intent on winning the championship and develop customer-focused marketing strategy, “Hide by James Shein, Scott Kannry Source: Kellogg School Management 21 pages. Publication Date: June 22, 2012. Prod. #: KEL671-PDF-ENG

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